After gathering insights in the Discover phase, the next step in the Double Diamond framework is the Define phase. This phase focuses on making sense of the information collected, synthesizing it, and defining a clear problem statement. Here’s a detailed look at the Define phase and how to effectively navigate it.1
Purpose of the Define Phase
The main goal of the Define phase is to clarify the problem. This involves analyzing the insights gathered during the Discover phase to identify the core issues and challenges. By defining a clear problem statement, designers can ensure that subsequent efforts are focused and aligned with user needs.
Key Activities in the Define Phase
- Data Synthesis
- Affinity Mapping: Organize the data collected during the Discover phase using affinity diagrams. Group related insights together to identify patterns and themes.
- Thematic Analysis: Conduct a thematic analysis to uncover underlying themes and insights that can inform the problem definition.
- Identifying Key Issues
- Insight Statements: Create insight statements that capture the key findings from your research. These statements should be clear and actionable, guiding the next steps in the design process.
- Point of View (POV) Statements: Develop POV statements that articulate the specific needs and challenges of your target users. These statements help focus the design efforts on solving the right problems.
- Defining the Problem
- Problem Statements: Write clear and concise problem statements based on the insights and POV statements. These statements should encapsulate the core issues and set the direction for the design process.
- Design Briefs: Create a design brief that outlines the problem statement, target audience, project goals, and constraints. This brief serves as a guide for the design and development phases.
Tools and Methods
- Personas: Develop detailed personas that represent different segments of your target audience. Personas help ensure that the design process remains user-centered.
- Customer Journey Maps: Create customer journey maps to visualize the user experience and identify pain points and opportunities for improvement.
- SWOT Analysis: Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) to understand the broader context and environment in which the problem exists.
Benefits of the Define Phase
- Focused Efforts: By clearly defining the problem, the Define phase ensures that all subsequent design efforts are aligned and focused on addressing the core issues.
- Clarity and Direction: A well-defined problem statement provides clarity and direction, guiding the design team in their efforts to develop effective solutions.
- Informed Decision-Making: The insights and data synthesized during this phase inform decision-making, leading to more user-centered and impactful design solutions.
Challenges and How to Overcome Them
- Information Overload: Sifting through large amounts of data can be overwhelming. Prioritize key insights and focus on the most critical information to avoid analysis paralysis.
- Bias and Assumptions: Ensure that the problem definition is based on objective insights rather than assumptions. Validate findings through multiple sources and methods to reduce bias.
Conclusion
The Define phase is a critical step in the Double Diamond framework. By synthesizing data and defining a clear problem statement, this phase sets the foundation for the Develop and Deliver phases. A well-defined problem ensures that the design process is focused, user-centered, and aligned with the needs of the target audience.
